Tom Marin is the managing partner of MarketCues.com and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.
Well, since you are reading this blog, chances are you are thinking about some strategy that might impact your business. For me, it's not so much a question of what everyone else is doing, or even a particular thing your company is good at. Instead, it's a matter of finding what that one thing you do is that meets your best customer's needs.
It can be like searching for a needle in a haystack.
Smart strategy is found in large corporations, small companies, nonprofits, and start-ups with little to no cash. A smart strategist knows that it's not really the total investment capital they have that is going to make the difference. Just think of all the large companies that have totally failed despite the millions they spent. What it's really about is the size of your idea.
One trait that runs deep in strategic planning is everyone wants to focus on what the company can do given the current resources at hand. That's fine if all you would like to accomplish is to polish up your current idea but it's not going to create anything new. That takes thinking outside what you presently do and turning your attention to who you are going to do it for.
What is also challenging is not trying to be all things to all customers. A zillion companies refer to themselves as “full-service.” But most of the time it's really someone not being able to determine what they do best or can focus. Don't be tricked into thinking that by diversifying your products and services you will be a success. Rather, select what makes you different in the eyes of your customers. This singular focus will bring big results eventually if you have planned this out correctly.
Tom Wants To Hear Your Branding Issues:
Tom Marin, Managing Partner of MarketCues, wants to hear from you! Follow MarketCues on Twitter for branding and social media tips - as well as the latest trends.Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit www.marketcues.com. How can he help solve your branding issues?
Note: If you are a printing company or product/services company serving the printmedia market, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.